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Original Articles Open Access
The Internet has changed the way of traditional marketing propagation dramatically. Increasingly enterprises pay much attention on micro-blogging marketing and utilize it as a necessary tool of promotion. It has practical meaning for those enterprises analyzing the factors which influence the effect of micro-blogging marketing, therefore building better marketing strategies and enhancing the propagation. This article has drawn 40 enterprises as samples from four micro-blog platforms provided by Sina, Tencent and the other two corporations, using multivariate linear regression analysis based on the micro-blogging marketing effect evaluation, and make suggestions that assist the enhancement of enterprise micro-blogging marketing from the analysis result.
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Author(s): Bing Wang Siying Li and Jingquan Liu
micro-blogging marketing, micro-blogging marketing effectiveness, influencing factors, marketing communication